Launching the new KJUS Golf Collection and sponsoring the Omega European Masters in Crans Montana, Switzerland – this summer KJUS plays golf! We had a chat with Didi Serena, CEO at KJUS about his fascination for the sport.
Didi, this year, KJUS will be the official clothing sponsor of the Omega European Golf Masters in Crans Montana. What does this engagement mean to KJUS as a brand?
Sponsoring one of the major golf tournaments of the European PGA Tour allows KJUS to make a clear statement on the ambitions of the brand. We would like to demonstrate that the KJUS Golf Collection is tour proof and is as uncompromising in performance as our renowned skiwear. Furthermore, the tournament - which will take place in the heart of the Swiss Alps on 1,600 meters above sea level - gives us the chance to build a bridge from ski to golf. It’s the perfect location to substantiate the development from skiwear into golf wear. Many of our brand ambassadors, such as Lara Gut, Didier Cuche and also my partner Lasse Kjus will join us at this event.
What does the sponsoring engagement mean to you personally?
It means a lot to me to make a contribution to this very special event. It’s amazing becoming a part of this prestigious golf tournament in my home country.
You're a passionate golfer yourself. What is most important for you in terms of golf clothing?
Golf clothing must keep the golfer comfortable that he can play his best game. It needs to be lightweight and stretchy so you have freedom of movement for an unrestricted golf swing. And the material of good golf clothing must be soft and low-noise. I hate it when a jacket rustles all the time.
What’s your handicap so far?
My current handicap is 5.1, but I have to fight hard for it. I haven’t had the chance to spend much time on the golf course lately.
Didi, over ten years ago KJUS started with its ski collections. What was the intention for the company to develop a Golf Collection?
First of all we’re passionate golfers ourselves. Over the years we played a lot in good golf clothing. But we definitely saw potential for improvements. We decided that the time has come to develop golf wear the KJUS way.
And that’s what we did: we took all the innovations and experiences from our winter collections and designed a very technical golf collection. We’ve just been to a photo shooting in Scotland with our second collection. What should I say - the weather was cold, rainy and windy. But the new golf wear passed the test - it’s an amazing collection.
What are the demands the KJUS Golf Collection hast to fulfill?
Our objective is to develop and produce the best uncompromising golf wear. My credo is: Only the best is good enough. Thus the KJUS collections must be made of the best performing materials and crafted with the finest possible workmanship. A premium collection which is technically most advanced. One of my biggest demands is that the clothes offer superior comfort and have a modern styling.
What do you think? Are skiers who already know the brand from the winter are potential customer of the KJUS golf collection? Are there synergies between the winter and golf collection?
Definitely! Many skiers tend to play golf, so of course, there will emerge interesting synergies! A lot of ski destinations offer great possibilities for golfers: Vail and Sun Valley provide three golf courses, Whistler Canada four courses and Engadin St. Moritz two courses. As well as Crans Montana. KJUS, as a golf brand, was recognized quite quickly in these "winter locations“ – customers value the expertise of our brand very much.
Do you have an insiders’ tip for an exceptional golf course?
There are so many beautiful courses. I especially like playing in Scotland - particularly links courses such as Turnberry and North Berwick, where we had a photo shoot recently. In the United States the course in Bandon Dunes in Oregon is hard to beat – this resort is definitely among the top 10 best golf courses in the United States.
What should never be missing in your golf bag when you're on the green?
I always have a lightweight Windbreaker in my golf bag. You’ll never know about the weather! Moreover I’ll always have my positive attitude towards golf and nature with me.
Last but not least. Please complete: Golf means to me...?
... technique, concentration and above all, the joy of playing with good friends and enjoying the silence of nature! Furthermore, wonderful locations and places you will never forget!
Photos: Hanno Mackowitz